Former Abercrombie & Fitch CMO Carey Collins Krug moves to Vuori

American activewear brand Vuori has appointed retail industry executive Carey Collins Krug as its new chief marketing officer, effective October 5, 2026.

In her new role, Krug will lead the company’s global marketing organisation. Her responsibilities include overseeing brand, creative, consumer engagement, digital, retail, wholesale and integrated marketing strategies. She will focus on advancing the global marketing strategy of the business while strengthening connection across sales channels.

“Carey brings the kind of brand-building, consumer engagement and cross-functional marketing leadership that will be instrumental as Vuori enters its next chapter of growth,” said Vuori founder and chief executive officer Joe Kudla. “Her experience helping global lifestyle brands sharpen their storytelling and build deeper connections with consumers aligns closely with where we’re headed as we continue to scale.”

Krug joins the Encinitas-based business from apparel retailer Abercrombie & Fitch, where she served as chief marketing officer. During her tenure, she played a role in repositioning the brand, driving digital transformation and engaging a new generation of consumers. Earlier in her career, Krug held senior marketing roles at jewelry brand David Yurman, Ralph Lauren and Donna Karan International.

"Vuori has a rare combination of brand clarity, product strength and deep consumer connection," said Krug. "The foundation is already there - a powerful brand and an engaged community. I am thrilled to build upon this momentum and scale globally with intentionality and consistency.”

Founded in 2015, Vuori creates performance apparel and activewear styles. The company currently operates in close to 30 countries worldwide through its own store network, e-commerce platform and wholesale retail partners.